IMAX's Proprietary 2D to 3D Conversion Technology Creates New Dimension
for Harry Potter Fans
LOS ANGELES, April 19 /CNW/ - IMAX Corporation and Warner Bros. Pictures
today announced that select scenes of the IMAX DMR(R) version of Harry Potter
and the Order of the Phoenix will be digitally converted into An IMAX 3D
Experience(R). IMAX Corporation plans to use its proprietary 2D to 3D
conversion technology to transform approximately 20 minutes at the end of the
film - which is being digitally re-mastered into the unparalleled image and
sound quality of The IMAX Experience(R) using IMAX DMR (Digital Re-Mastering)
technology - into IMAX(R) 3D. Harry Potter and the Order of the Phoenix will
be released in IMAX(R) theatres and conventional theatres on July 13, 2007,
and Warner Bros. Pictures will be the exclusive distributor of the film to
IMAX theatres worldwide.
The film is based on the best-selling J.K. Rowling book and is the fifth
installment of the widely successful Harry Potter film series. The previous
installment of the series, Harry Potter and the Goblet of Fire which opened on
November 18, 2005, shattered numerous IMAX 2D box office records at the time
and has grossed more than $20 million in IMAX theatres worldwide.
"We are so pleased to be bringing audiences yet another outstanding Harry
Potter film to the big screen in both 35mm and IMAX theaters," said Dan
Fellman, President of Domestic Distribution, Warner Bros. Pictures. "This is
the Studio's biggest franchise to date, and we expect this highly-anticipated
fifth film to play phenomenally well in all theaters throughout the summer."
"The Harry Potter films are an enormous draw all over the world, and this
film should prove to be no different," added Veronika Kwan-Rubinek, President
of Distribution, Warner Bros. Pictures International. "The last 20 minutes in
IMAX 3D will add a new element of excitement to the Harry Potter experience,
making this a must-see for fans of all ages. We're looking forward to a long
and very successful run."
"We couldn't be happier to help bring this Harry Potter film to life in a
new way," said IMAX Co-Chairmen and Co-CEOs Richard L. Gelfond and Bradley J.
Wechsler. "IMAX theatres are the only place to experience this year's most
anticipated movies in the world's most immersive format, and we anticipate
that moviegoers will want to enjoy Harry Potter and the Order of the Phoenix
featuring scenes in IMAX 3D more than once."
"We are delighted to once again work with David Heyman and the Harry
Potter team, and Warner Bros. Pictures on another memorable Harry Potter
movie," added Greg Foster, Chairman and President of IMAX Filmed
Entertainment. "We know that through the magic of IMAX, fans will already feel
as is if they are right next to Harry, Ron and Hermione in IMAX's
larger-than-life 2D format, and we are thrilled to treat them to an even more
immersive experience with the finale of the film brought to you in IMAX 3D."
About IMAX Corporation
IMAX Corporation is one of the world's leading entertainment technology
companies, specializing in digital and film-based motion picture technologies.
The worldwide IMAX network is among the most important and successful
theatrical distribution platforms for major event Hollywood films around the
globe, with IMAX theatres delivering the world's best cinematic presentations
using proprietary IMAX, IMAX(R) 3D, and IMAX DMR(R) technology. IMAX DMR is
the Company's groundbreaking digital remastering technology that allows it to
digitally transform virtually any conventional motion picture into the
unparalleled image and sound quality of The IMAX Experience(R). IMAX's
renowned projectors display crystal-clear images on the world's biggest
screens, and the IMAX brand is recognized throughout the world for
extraordinary and immersive entertainment experiences for consumers. As of
September 30, 2006, there were 280 IMAX theatres operating in 40 countries.
IMAX(R), IMAX(R) 3D, IMAX DMR(R) , IMAX MPX(R) and The IMAX Experience(R)
are trademarks of IMAX Corporation. More information on the Company can
be found at www.imax.com.
This press release contains forward looking statements that are based on
management assumptions and existing information and involve certain risks and
uncertainties which could cause actual results to differ materially from
future results expressed or implied by such forward looking statements.
Important factors that could affect these statements include the timing of
theatre system deliveries, the mix of theatre systems shipped, the timing of
the recognition of revenues and expenses on film production and distribution
agreements, the performance of films, the viability of new businesses and
products, the outcome of the Company's current accounting review, risks
arising from potential material weaknesses in internal control over financial
reporting, the ability to satisfy the reporting covenant by the amended filing
deadlines, the extent and impact of the restatement of our financial
statements, the outcome of the appeal of the NASDAQ Staff Determination letter
and fluctuations in foreign currency and in the large format and general
commercial exhibition market. These factors and other risks and uncertainties
are discussed in the Company's Annual Report on Form 10-K for the year ended
December 31, 2005.
For further information:
For further information: Media: IMAX Corporation, New York, Sarah
Gormley, (212) 821-0155, firstname.lastname@example.org; Entertainment Media: Newman &
Company, Los Angeles, Al Newman, (310) 278-1560, email@example.com; Warner
Bros. Pictures, Los Angeles, Andrea Marozas, (818) 954-4849,
firstname.lastname@example.org; Investors: Integrated Corporate Relations,
Amanda Mullin, (203) 682-8243; Business Media: Sloane & Company, New York,
Whit Clay, (212) 446-1864, email@example.com